Emakina/Social: Selling social media inside your organisation! Presentation delivered by Audrey Benoit, Head of Emakina/Social, for the Social Media Forum in Brussels, 24/06/11. www.emakina.com/social

1. Selling social media in your organisation Social media forum – Emakina/Social Audrey Benoit – Head of Emakina/Social

2. “Hello, my name is Audrey. I’m responsible for Emakina/Social”http://www.emakina.com/social/index.cfm In a previous life, I also was in Brick & Mortar

3. The last three years you have been told that… “Social media is a BIG, revolutionary, life-changing tidal wave having you enter into A NEW ERA...”

4. With plenty of success stories

5. However you are not… ... A natural-born customer-centric organisation... A digital native organisation... Selling any cool B2C product... An agile & flexible SME... A rock star

6. You are … ... A regular Brick & Mortar organisation... With well established working processes (and people!)Marketing communication External communication Customer care Operations IT developments Legal stamps(Did someone say “Working in silos?”)

7. How to gettherePrinciples

8. Keep in mind #FACTS#REVELANT#REALISTIC

9. Keep in mind #FACTS#REVELANT#REALISTIC No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry.

10. Keep in mind #FACTS#REVELANT#REALISTIC No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry. Define a meaningfulpresencethat serves business purposes and customerneeds

11. Keep in mind #FACTS#REVELANT#REALISTIC No fancyglitter. Measure conversations aroundyou, yourcompetitors, yourindustry. Define a meaningfulpresencethat serves business purposes and customerneeds You will not be a social Guru in one day. Learn to walkbefore running.

12. Keep in mind #ENGAGING Listen to whatstakeholders have to say, their experience, their perception Assesstheir social media knowledge Involvethem in the main decision-makingsteps

13. How to getthereProcess

15. A stepped approach – step 1 Do a pre-study Objective: Get to know if there is a social opportunity & get a go ahead to work further First wave of awareness build Conversations around your brand & products Competitor social strategy, tactics & conversations analysis Industry best practices analysis Your target group conversation mechanics SHARE RESULTS!

16. A stepped approach – step 2 Set-up a social programme management office Objective: A group of key people in the organization who are appointed to decide on the social program objectives, strategy, processes and rollout Assess and upgrade their knowledge around social media Decide if you need help for the next steps RFI, RFP, BUDGET.

17. A stepped approach – step 3 Define a strategic plan and tactical roadmap Objective: One relevant and realistic direction Analyze past experiences if any Objectives & KPIs Positioning proposal Prioritized tactical roadmap & presence definition

18. A stepped approach – step 4 Get started with 1 or 2 pilots Define: People in charge and interaction with other departments Conversation strategy Build, measure and report results! Objective: tangible, do-able Second wave of awareness build Attention :youdon’tgettwice the chance to make a first impression!

19. A stepped approach – step 5 Runyourtacticalroadmapiteratively Tweak the program tactical actions based on results & experience Graduallyyou are involving more people, projects, departments Objective:Learn by doing Report regularly Get social KPIs in executivereporting.

20. A stepped approach – step 6 Stay on top Don’tblindlyrunyour program based on yourownexperience Organizeawareness sessions withexternals Monitor and re-evaluateregularlycompetition & best practices

21. A stepped approach – step 6 Stay on top Don’tblindlyrunyour program based on yourownexperience Organizeawareness sessions withexternals Monitor and re-evaluateregularlycompetition & best practices Shareyourexperience! Anyonemotivated to speakat a conference? 

22. Thank you Audrey Benoit, Head of Emakina/Social aud@emakina.com http://be.linkedin.com/in/audreybenoit @TheSyxOne www.emakina.com